The importance of Keyword research in content writing for Luxury Brands
✍ Writing and publishing the right content can make a huge impact on your website visibility and traffic, but how do we know if the topic we are discussing and writing about is actually being searched for in Google? This is important for Luxury brands because the terminology and words we use that sound more professional may not be the words your customers are actually entering into Google search.
"Business owners often fear that 'cheap' sounding keywords will damage their brand, but in reality, these terms can drive more traffic and boost sales."
Steve Irvine - CEO Lionsorbet
Take for example the search term 'Pre Owned Watches'. This preferred term has a search volume of 2400 per month, whereas the more common term 'Second Hand Watches' which sounds cheap and suggests not just affordability but also a lack of quality, has a search volume of 4400 per month, almost double the amount. 🙀
Take it one step further and use the term 'Pre-owned Watches' with just an added dash and the volume of searches drops to just 400 per month. 🤯
I’ve discussed these topics at length with clients where certain words are not desirable but it makes sense to use them in your content. The question is “Do you want traffic to your website or not?” and “are you will to forgo sales to keep your wording higher quality?
Thankfully there are a few ways we can tackle this. By understand your customers search behaviour, doing good keyword research, and by updating your meta information on pages and blog posts to include key terms, you can boost your ability to be found in search and increase your traffic.
The Psychology of Search Behaviour
Consumer search behavior is important to understand. Your customers will often use straightforward, cost-focused keywords, or more commonly used words in ordinary or familiar conversation when searching online. Keywords like "cheap", "affordable", “used”, “second hand”, “Vintage” or “refurbished” may align more with their search queries. This can lead to higher visibility in search results. How is this important and what benefit can it have on your website sales?
Perceived Value: Even luxury shoppers look for deals and value. Highlighting affordability can attract budget-conscious customers without necessarily diminishing the perceived quality if the overall branding is maintained well.
SEO Benefits: Popular, high-volume keywords improve search engine rankings. Incorporating terms that people frequently search for increases the chances of attracting more visitors to a website.
Market Reach: Using a mix of keywords, including those that suggest affordability, can broaden a brand's appeal, reaching a wider audience and tapping into new market segments.
Conversion Rates: Traffic driven by practical, cost-related search terms may convert at a higher rate, as these visitors are often actively looking to make a purchase.
Good Keyword Research is the answer
You can use Google’s free research tool, Trends to highlight these a little more and put your own keywords in. The comparison graph below highlights the amount of interest that these three search terms have over the last 6 months. This can be a great way to be a lot more targeted with the keywords you use in your written content.
See this trend report live on Google Trends >>
Keyword Intelligence
Understanding consumer search behavior can significantly impact SEO strategies. Here are five examples where using less ideal terms can drive more traffic
Cheap vs. Affordable/Low-cost
Example: Instead of "affordable jewellery," using "cheap jewellery" can attract more traffic since consumers often search for bargains and deals.
SEO Insight: The word "cheap" has a high search volume, despite potentially having a negative connotation regarding quality. The term Cheap has a search volume of 400% more than “affordable jewellery”, whereas “Low Cost Jewellery” and “Bargain Jewellery” have little to no search value.
Used vs Pre-owned or Pre-Loved
Example: Consumers might search for "used designer bags" rather than "pre-owned designer bags" or Pre-loved designer bags”
SEO Insight: "Used Designer Bags" is a common and straightforward search term that is more likely to match what consumers type into search engines. The analysis below shows how “Used designer bags” has a search volume of 880 per month with “Pre owned Designer Bags” showing a 75% reduction in volume at 320 searches per month.
Discount or Bargain vs. Sale or Discounted
Example: Instead of "discounted clothes," using "cheap designer clothes" or "designer clothing bargains" can capture more search traffic.
SEO Insight: Words like "discount" and "bargain" may resonate more with the mindset of a deal-seeking consumer. From the Keyword analysis below, “Cheap Designer Clothes” has a search volume nearly 10 times that of “discount designer clothes”. If we apply this logic to other products or services this could bring in much bigger results.
Repair vs Service or Maintenance
Example: Consumers often search for "watch repair" rather than "watch service" or "watch maintenance."
SEO Insight: "Repair" indicates a direct solution to a problem, which is what consumers usually look for when something is broken.
Budget vs Economical or Value
Example: "Budget travel destinations" instead of "value travel destinations."
SEO Insight: The term "budget" is straightforward and commonly used by those looking to save money, leading to higher search volume.
Basic vs Standard or Essential
Example: Consumers might search for "basic design service" rather than "standard desigin service."
SEO Insight: The term "basic" resonates with users looking for straightforward, no-frills options, leading to higher search volumes.
Fix vs Repair or Restore
Example: Instead of "clock repair," could using "fix my clock" can capture more traffic?
SEO Insight: "Fix" is a common term used by people looking for quick solutions. In the case of clock repairs as shown below the term “Fix my Clock” and “Clock Restoration” actually have a far less search volume than the term “Clock repair” at 1300 average monthly searches. So this si a good example where doing your keyword research can work in your favour.
SEO Tips for Better Search Results
When you're creating content in your ecommerce store or website blog, it's important to use popular search terms without compromising your brand's image. Here are some practical tips to help you do that:
Mix It Up: Use a blend of popular, simple terms and higher-quality terms in your content to reach a wider audience.
Use Synonyms: Include different words and phrases that mean the same thing to cover more search queries.
Think About Your Audience: Make sure your content meets the needs and expectations of people searching for these terms.
Optimise Metadata: Use popular search terms in your page titles, tags, and descriptions to get noticed, but keep your main content high-quality.
Use Long Phrases: Combine both types of terms in longer search phrases, like "cheap yet reliable jewellery photography" or "budget-friendly beauty products."
By understanding how people search and using these strategies, you can improve your SEO while still showing that your business offers quality and value.
In Conclusion
It is vital to understand what keywords are getting the most visibility in search and write content with those words included in the Title, article body and Meta information. I the terms or words are less than desirable include them in the metal title and description only and possibly in the body content.
I'm not saying you shouldn't write content that covers all potential keywords, but if you want to make a bigger impact, where time and budget are more sensitive, then good keyword research can make a huge difference.
I discuss writing and researching better content in our Ultimate Blog Post Checklist 👉 Follow this guide and your content will make a bigger impact online, in search and gain you more traffic.
🤔 p.s don't just apply this to new content. Go over your old blog posts, check them against our guide and update them.
What are you waiting for!!
